Abstract

Luxury branding is one of the hottest topics in marketing research and practice. Yet, in spite of this, the literature to date does not offer any theoretical and/or empirical contribution where the luxury concept has been stretched to encompass the wide spectrum of B2B goods and services. The research question this paper provides answer is put forward as follows: is the lack of studies on luxury B2B branding a sufficient condition to conclude that the concept of luxury is totally useless in the industrial domain? A thorough analysis of the literature to date combined with an illustrative example of a brand that can be considered an archetypal case of luxury business brand, i.e. Brembo, allowed to confirm that the luxury paradigm can be extended to the industrial context and to identify a list of ten typical dimensions of luxury B2B brands.